30/03/2021 - News
Talon North America Strengthens Programmatic OOH Capabilities with Hivestack
New Partnership Powers Data-driven DOOH Campaigns for Advertisers
NEW YORK & MONTREAL, March 30, 2021 - Talon, a leading independent Out of Home (OOH) media specialist, today announced a North American partnership with Hivestack, a global ad tech leader in programmatic digital OOH (DOOH). The combination of Talon’s data technology and strategy-led OOH leadership and Hivestack’s global demand-side platform (DSP) capabilities offers brands and agencies a powerful path to executing outcomes-based OOH campaigns.
Specifically, the new partnership enables Talon to expand access to OOH for North American advertisers and agencies and provides efficiency and flexibility through a single point of access to the rapidly evolving programmatic DOOH sector. This partnership further enhances Hivestack’s growing reputation in the U.S. market having onboarded several leading publisher partners in the last six months.
All forms of OOH are poised for a sharp rebound this year and, according to WARC, OOH is forecast to be the second-fastest growing medium in 2021, with global ad spend rising by a fifth to $36.3bn. Moreover, with rising DOOH adoption, DOOH revenues continue to grow globally, currently estimated at $11.3bn. In the U.S., DOOH advertising spending in 2020 was estimated to amount to $2.72 billion, according to Statista. It is projected to further grow to 3.84 billion dollars by the end of 2023.
“With accelerating growth in both digital and programmatic OOH, we’re investing to make OOH buying as frictionless as possible with self-serve access for our advertisers,” said Jim Wilson, Talon North America CEO. “Our Hivestack partnership is another milestone in our commitment to making OOH accessible to advertisers in all forms. Whether it’s a traditional managed service or a programmatic approach, Talon is empowering advertisers to unlock its full value by unsiloing OOH through cross-platform brand campaigns that deliver measurable outcomes at scale, from in-home to out-of-home.”
Hivestack’s CEO, Andreas Soupliotis added, “Talon North America has an advanced mindset on how to reach consumers across multiple touchpoints — both outside of the home and inside of the home. We look forward to working with Talon to evolve Hivestack’s capabilities to be able to execute on this cross-channel vision. An additional, important part of the relationship will focus on surfacing Talon’s proprietary audience and measurement solution Ada in the Hivestack DSP.”
Barry Cupples, Talon’s Global CEO said, “As we accelerate our growth in 2021, we’re delighted to expand our adtech proposition through deeper investments in technology and by collaborating with innovative partners to scale our capabilities for our clients. Hivestack’s expertise will further strengthen our capabilities in building an unmatched full-service Out of Home agency.”
This new partnership will incorporate Talon’s OOH data management platform Ada, which will enable Talon to target audiences behaviorally using the Hivestack DSP.
About Talon: Talon Outdoor is the leading global independent Out of Home (OOH) media specialist and technology services company focused on delivering smarter, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world’s leading agencies, clients, and media partners. Headquartered in London and New York City with additional offices in Manchester, Atlanta, Chicago and Southern California, Talon delivers expertise at the global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network covering 75 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonoutdoor.com and follow up on Twitter and LinkedIn.
About Hivestack: Hivestack is the global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out-of-home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand-Side Platform to create measurable campaigns that activate DOOH screens in real-time based on consumer behaviour and audience movement patterns. On the sell-side, DOOH media owners use Hivestack’s Supply-Side Platform & Ad Exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power audience-based, directly sold campaigns. Attribution is a first class-citizen throughout Hivestack’s platform, offering buyers and sellers the ability to measure business outcomes at all stages of the consumer sales funnel.
Hivestack is headquartered in Montreal, Canada, and has global operations in Toronto, Tokyo, London, New York, Mexico City, Shanghai, Singapore, Sydney, and Guadalajara.